January 23, 2013

‘Must know’ Quebec Internet Info

For those of us who work in advertising/marketing, please consider your EXACT target group when deciding whether to allocate dollars to reaching them on the internet.

Although the stats are based on Quebec market, the key takeaway of my post will be similar in most developed countries.

And here’s why.

We often hear that internet penetration rate is approx 75% in Quebec (CEFRIO confirmed that is currently 74,5%) but here is the key,


If we break down the target groups, let’s see what the penetration rate is and whether we should simply allocate a few dollars to web as an afterthought behind TV.

How many Quebec adults have used internet in week preceding the survey  – Demographic Breakdown (Jan 2013, CEFRIO)

  • Adults 18-24: 100% (yup!)
  • Adults 25-34: 94,4% (Not far from 100% is it and these are not teenagers)
  • Adults 35-44: 90,1% (Yes, 9 out of 10 adults in this key target group)
  • Adults 55+ 53,2% (Much lower than the others but is this your key target usually – it can be, but not generally) 
  • Households with family income exceeding $60k: 89%
  • Students: 100%
  • Professionals: 88%
  • Service and sales sector: 87,8%
  • Some college or university education: 86,3%


For the majority of key demographic groups , the web penetration rate is approx 90 – 100%. It is merely the heavily weighted older demographic of 55+ that brings the overall rate down to approx 75%.

It is very important for brand managers, marketing directors and ad agencies who allocate $ to engage these groups via marketing initiatives to know this key fact.

So please let’s not hear the wrong perception that ‘internet does not provide us with reach.’

It is quite simply not true.

Not only does Internet provide us reach as marketers, but it provides us with an:

  • engaging,
  • fun,
  • lean forward,
  • participative, 
  • sharable reach…when it’s done well ! And this is not just banners, page takeovers and big ‘in your face’ visuals. 

Look what our colleagues at 360i did in US  – The Great Bacon Barter


For the full CEFRIO report (that I learned about from a Sam Parent tweet), click here: CEFRIO INTERNET USE IN QUEBEC 2013

Posted by Rob Booth | Filed under: All, Media, Useful | No comments yet - be the first

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